OOH, are you new round here?
First let’s clarify what Out Of Home is as these days it can mean many different things. Out Of Home advertising is pretty much anything that you see on something that isn’t yours outside of your house. Even though you see your mobile outside your home it isn’t Out Of Home. It’s classed as ‘Mobile’. And while you may see the telly while at work or out and about, that’s bought and sold as TV, not OOH.
And why am I saying OOH? How about DOOH? What are these OOH’s and DOOH’s all about that you see on our website? Well it is ‘Out Of Home’ and ‘Digital Out Of Home’. These are descriptors of what is sometimes called Outdoor. Although Outdoor has fallen out of fashion a bit due to much of Outdoor being, confusingly, indoors.
OOH comes in many forms
So OOH refers to any kind of media outside your home, on something not owned by you. It has many forms, or more accurately formats. Here are some examples:
Big landscape posters on the side of the road (called ‘roadside’) usually in 48 or 96 sheets size. 48 sheets are the most common form and the 96 sheets being the wider format mega-billboards you might have seen. These can be both digital or paper (often called ‘classic’ or ‘static’).
Large format portrait, or ‘Mega6’s’. Usually found roadside or inside malls and airports.
Smaller portrait posters usually called six sheets. The kind of posters and digital screens you might find at a bus stop, in a shopping centre or inside an airport.
We’re not going to go in to the pro’s and con’s of each one. We see it as the other media owners’ jobs to sell their own stuff, so what we’ll do is focus on ourselves a bit instead. And I am certainly going to take the opportunity to give ourselves a little plug – afterall we’ve written this and not them. What we do is specialise in delivering hard-to-reach audiences in hard-to-access environments. This gives us some advantages over other less controlled environments…
CONTROL & CONQUER? NO, IT’S ALL ABOUT CONTROL & CONTEXT
Since the TV & press audiences have fragmented, some people call OOH/DOOH/Outdoor the last broadcast media. We couldn’t really disagree with that. But to think that OOH/DOOH/Outdoor is a direct replacement for the old broadcast options is wrong. And nor is being ‘broadcast’ its best feature. It can be much, much cleverer than that if we think hard about it.
Likewise, to think all OOH/DOOH/Outdoor should be used in the same way is wrong. And this is where we get to the real benefits of Outdoor, or at least a large chunk of it: context.
Context is king
This really comes in to its own when you think about how controlled we all are, whether knowingly or not, when we move inside a public area. Don’t worry, we’re not going to get all Minority Report on you just yet (although that time will likely come in the not too distant future). But where we feel advertising money is best made use of, or at least is used in a more efficient way, is indoors.
Why indoors? Simply because we know why people are there. In our specific examples: why are people stood in a Post Office queue? You can make a few guesses and you’re likely correct. Why are people in a golf club lounge? Again make a few guesses and you’re probably right. Why are people in a convenience store? Why are people in a football club changing room? I’ll stop there as you’ve hopefully got the idea.
So we know why someone is there. That means you can make sure, or at least try, to make your advertising more relevant to them. What we’re doing is taking a wide-ranging medium, breaking it down in to a more efficient chunk. In the same way as you would when buying a page in a magazine. It’s quite unusual for the same advertiser to buy a page in a football magazine and also a women’s weekly and it’s the same with us. At the very least you would be running very different advertising in both the football and women’s mags. Just how you should be doing in outdoor.
DOOH vs. non-D-OOH
And that brings me back to the oohs and aahs of DOOH and OOH. What does this extra D really mean? For the sceptical it means the media owner doesn’t have to send out a person in a van with a ladder and a load of posters to stick up on the wall. It means we can just press a button and the ad is live. Or Not. Flexibility is the result. So it means we can as reactive and flexible than any other media out there. It used to be that newspapers were the king of this kind of thing, now that crown has very much been taken by DOOH.
But instead of using it for the ‘wow’ factor, you can use that flexibility simply to make your money work harder. When are young mums likely to be using the convenience store? Either side of the two school runs. So if the convenience store is more likely to be full of young mums then why spend money advertising to them at other times in the shop? Yes I know it sounds like we’re playing the role of a turkey voting for Christmas here, but our idea is that you won’t reduce overall spend, just stretch it out longer. And you’ll come back for more when it delivers a higher ROI.
Add to that the fact you can use our screens to run full motion video and again it makes your money work harder. The theory here is that a moving image attracts attention more than a still one. If nothing else you relatively easily can use video content you have spent money on developing for use online. This is then making that creative investment work harder again.
But beware, not all DOOH can let you do this. You are not allowed to anything with full motion video within sight of a road.
LET’S DWELL ON IT
You can read more about this on this blog post HERE. But it’s really simple, we try to focus on OOH posters and DOOH screens places people are going to be hanging around. Whether that’s getting changed before or after a game of football or cricket. Or having a couple of drinks after a round of golf. Or being in a queue in a Post Office. We think it’s better to have an advert in a place someone is stood in for a while as opposed to walking or driving past.
We’ll leave It there for now. But we more or less could go on forever on all of this, and there really is plenty more to talk about. It’s just that we love what we do. If you want to hear more then please feel free to get in touch by using the details at the bottom of this page. Or drop us a line via social media. Thanks for reading.
You can of course buy space on our OOH formats online at www.NABERhood.co.uk.